Is Nigella doing an under-the-table deal with Waitrose by endorsing the supermarket chain on her new BBC2 show Nigella Express? She certainly doesn’t need the money, after all what would she spend it on but more food and those horrible long, black, jersey skirts? However viewers who tuned in for the domestic goddess’s new show on Monday were surprised by the numerous supposed plugs and have complained in their numbers. Do some people watch TV just to find something to complain about or do the moaning Minnies have a point?

Firstly, Nigella was seen brandishing a packet of Waitrose pork chops. Secondly a peak into her packed fridge revealed further Waitrose goods. Lastly she took a taxi to her local branch of the store. Eagle-eyed viewers/ supermarket saddos like me could easily spot that she wasn’t slumming it with Ian Wright in Asda. Oh no, Nigella is cheerily middle-class and so suitably scoffs on John Lewis food.

A TV bod has commented: “I would have expected BBC compliance people to say wait a minute. Even if it was not intentional it is a bit naive of the BBC as it is their duty to police this sort of thing.”

The Beeb, bored of constantly being sent to Headmaster’s office to have its wrists slapped, claimed that a number of various shops were used and that “we absolutely refute any claims of product placement. The programme was produced within BBC guidelines.” Nigella’s spokesman has continued the defence stating that the shop is her local and that she has no deal with Waitrose.

What do viewers expect – that she grows every ingredient herself or somehow magics them up from somewhere? Nigella enjoys a certain lifestyle, one that has proved fundamental to her television career and so by criticising her for showing it seems ridiculous. Are we attacking her for surreptitiously endorsing a supermarket or for being able to afford Waitrose products? If she were in Netto we wouldn’t be having this conversation.

[via http://www.dailymail.co.uk/pages/live/femail/article.html?in_article_id=479931&in_page_id=1879the Daily Mail]